From Nicholas Foulkes’ Financial Times feature on Jony Ive:

As Sir Jony Ive is a little late for lunch, I do the next-best thing to talking to Apple’s chief design officer and pull out his most famous creation to watch a recording of last month’s “Apple Special Event” at the tech giant’s new Norman Foster-designed campus in Cupertino.

It is a film of two parts…. [Part one is a prepared movie short.]

I scrub through part two, an orgy of Californian self-congratulation that features a series of chronically upbeat senior Apple employees, dressed in varying shades of anthracite and olive and explaining, among other things, how the new model Apple Watch can now sense irregular heart rhythm, and call an ambulance if it detects that you’ve fallen down and not got up.

The first half of that last sentence is some well-crafted critical writing that deserves our notice. ;^)

Labels: apple, style, writing